J.Rachman shop an oasis of exquisite vintage on Market Street

Designer Jonathan Rachman talks with a customer at his new shop, J.Rachman, on Market Street in S.F.

Photo: Lea Suzuki, The Chronicle

Jonathan Rachman believes in miracles. He calls the opening of his new Market Street shop, J.Rachman, a personal marvel.

“This store is like my baby, and the road to get here has been like my elephant pregnancy,” he laughs. “It’s been a dream of mine for so long that to see it finally coming to fruition is a birth of sorts — or perhaps I should call this a rebirth.”

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Rachman, whose first entrepreneurial endeavor was opening a small flower stall on Sacramento Street in 2002, has morphed from floral designer to interior designer since he launched Jonathan Rachman Design in 2009. Now designing interior spaces for clients all over the world, from San Francisco and Chicago to London and Bali, Rachman traverses the globe many times a year, feeding his love of travel — and his passion for collecting.

“I jokingly call myself a hoarder, because I am obsessed with antiques and cannot pass by certain objects that speak to me without bringing them home,” he says. “I have been storing most of these things for years, with the hopes of one day being able to tell some sort of story with all of it. And now, I’m finally — finally! — getting to do that.”

For years, Rachman had his eye on one particular retail space. Tucked behind Zuni Cafe was an antique piano shop called La Salle, housed in a 1911 building that Rachman had grown to admire and love.

“I’ve been eating at Zuni Cafe for 26 years, and almost without exception, every time I would dine there, I’d look at this building with longing. It reminds me of when I lived in Paris — with its high ceilings, exposed beams, gorgeous old wooden floors and giant windows,” he says. “I used to imagine opening a shop here. I literally dreamed about it. And now, here I am. Miracles do happen.”

6of6Jeffrey Fulgencio (left) works at Jonathan Rachman’s new shop, J.Rachman, on Market Street in S.F.Photo: Lea Suzuki, The Chronicle

Rachman’s signature, in gold leaf, graces the large picture window, inside of which sit hundreds of his favorite treasures — from trays of exquisite vintage glassware and stacks of pristine, hand-painted china to rows of antique andirons. And all of it is for sale.

“I’ve designed everything from tiny rental apartments and penthouses to Pacific Heights mansions, and through it all I’ve enjoyed helping people figure out their personal style, whether modern or European or transitional or traditional,” he says. “But this store — it’s a showcase of my own aesthetic, my personal style. I’m unapologetically old school. Everything in here is old school.

“San Francisco didn’t need another midcentury modern shop or a store full of reproductions,” he says. “I wanted to give San Francisco the kind of store you’d discover on a quiet street in Paris or London. A shop full of curiosities, where you can browse and touch things from centuries ago, and hear the stories behind them.”

Rachman saved the space’s original hardwood floors and stained them gray. He also kept the sheet music that had been wallpapered to the ceiling, between exposed beams, to honor his mother, a church pianist. He added a 22-foot-tall wall of built-ins, painted Benjamin Moore’s Gray Timber Wolf, to showcase some of his collections, as well as his new line of fine leather goods he is launching in November.

“I am more than a little obsessed with fine leather,” he says. “I’ve been wanting to design leather goods since I was a teenager. My father always had a beautiful leather travel bag and briefcase, and I remember so clearly the way it was lined, the way it smelled. There was something so special about having a beautiful signature leather bag. So I thought I’d design a few of my own.”

Figurines on a table at Jonathan Rachman’s new shop, J.Rachman, on Market Street in S.F.

Photo: Lea Suzuki, The Chronicle

His line includes messenger bags, weekender bags, totes, purses and clutches, all of which will be available at J.Rachman. And so will his new line of linens from Bolt. Inspired by all the strong women in his life who have helped him along the way, he named the line Sisters and designed it to reflect his love of the East and West. “It’s Left Bank meets Bali,” he says.

Rachman, who grew up on the Indonesian island of Sumatra and still spends part of every year in Bali, which he calls his second home, effortlessly pairs treasures from small fishing villages in Southeast Asia with old world curiosities from Europe. “I just want to show people that designs don’t have to be pristine and matchy-matchy. It’s better, in my humble opinion, to not be contrived and formulaic, but to be personal. If it’s done right, you can do this in your own home. I hope people will come in, take a look around and be inspired — even if the only thing they take home with them is a good idea.”

J.Rachman, 1632-C Market St., San Francisco. Open by appointment only through Nov. 5. Beginning Nov. 6, the store will be open 10 a.m.-8 p.m. Tuesday-Saturday, 11 a.m.-6 p.m. Sunday. www.jonathanrachman.com

Neighborhood faves

The neighborhood where designer Jonathan Rachman set up shop is becoming a hot spot thanks to the recent business booms in the neighboring Mid-Market and Hayes Valley areas.

“This is a very old-school neighborhood, with all kinds of layers of diversity,” says Rachman. “It’s humble, approachable and right in the center of the city, and it’s become a popular place in terms of foot traffic.”

A few of the designer’s favorites haunts:

The roasted chicken served during dinner at Zuni Cafe in San Francisco, Calif., on Tuesday, March 10, 2015. Zuni is an icon in the San Francisco dining scene, and has stayed much the same for the past 35 years, including through the death of its chef/owner Judy Rogers in late 2013.

Photo: Carlos Avila Gonzalez, The Chronicle

Zuni Cafe: “This is one of the most quintessential dining experiences in San Francisco — to get the Zuni roast chicken, or sit at the bar and have Champagne and oysters. This is also home to the best Bloody Mary in town. It doesn’t matter if you’re there for just a coffee in between meals, they always treat you as a beloved customer.” 1658 Market St., www.zunicafe.com.

Dragon Eats: “This is a food truck without the truck, a simple menu of impeccably executed Vietnamese dishes, from noodle salads to banh mi. It’s affordable and delicious.” www.yelp.com/biz/dragoneats-san-francisco-3

The Green Arcade: “This is one of the most beautiful used bookstores in town. You must walk in it to feel how old school it is. It’s a fun little place to escape to in the neighborhood. I do not have an iPad. I like reading the old-fashioned way. And I love a well-curated bookstore.” 1680 Market St., www.thegreenarcade.com

Absinthe: “It’s a short walk away, but it’s the best place to go for hand-crafted cocktails.” 398 Hayes St.,www.absinthe.com

The Twitter Building: “I love this place! At the Market, you can pick up a wonderful lunch or grab gourmet groceries to take home after work. It’s a new version of an old-school idea, a one-stop shop for beautiful culinary essentials.” 1355 Market St.,www.visitthemarket.com

Bon Marché: “If you want a quick French Bistro experience, Bon Marché is casual but has old-school French cooking. It’s a great place to stop and grab a glass of wine and some appetizers.” 1355 Market St., www.bonmarche-sf.com

Hasti Pilates: Jonathan and his staff frequent this studio in nearby Hayes Valley. “Hasti means ‘elephant’ in Sanskrit, and I am a little obsessed with elephants, so of course I had to check it out.” 650 Laguna St., www.hastipilates.com